Brandmovers Europe

Progressive Super-Duper Bingo

Opportunity

What has five letters, can be played by everyone from toddlers to grandmas, and includes Flo as a free space? The new Super Duper Bingo game rolling out for Super Bowl Sunday from Progressive Insurance, of course. The 79-year-old insurer has created its own smartphone version of the popular pastime for customers watching Super Bowl 50.

How it Works

Players can download a board outfitted with illustrations of common offerings in Super Bowl ads—an unexplained explosion, a talking animal or a B-list celebrity, for example. A photo of Flo, the red-lipsticked, white-shirt-wearing character who has been Progressive’s spokeswoman for nine years, rounds out each board’s free space slot.

The Results

With over 200,000 entries and an 87% participation rate, Progressive was more than successful in their quest to capture Super Bowl traffic without a Super Bowl tv commercial.